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In an example of _____________, Volkswagen set up a series of outdoor marketing experiences where they put the “Fun Theory” to the test. This is basically the notion that if you make it fun, people will do it. In one […]

Levi’s Jeans is marketing a new line of shoes, made to look old by employing a “distressed look.” This practice is called: a. retro. b. new vintage. c. retired. d. trickle-down. Answer: When purchase decisions are made under conditions of […]

One of the byproducts of the increase in popularity of tattoos is the desire to have a tattoo removed due to what some physicians call “tattoo regret.” a. True b. False Answer: Al was considered a low self-monitor, so when […]

Some current theorists say that people do not exhibit a consistent personality across different situations; they argue that the personality construct is merely a convenient way to think about other people. a. True b. False Answer: Consumers’ beliefs about a […]

Mary grew up when the mini skirt and the Beatles were the rage. She came from which of the following age sub-cultures? a. Generation Y b. baby boomers c. baby busters d. baby boom echo Answer: In its advertising, MasterCard […]

Social mobility refers only to upward social class movement. a. True b. False Answer: In the non-Christian world, the story of Adam and Eve would be considered a Christian metaphysical myth. a. True b. False Answer: a Which of the […]

One of the fundamental premises of the modern field of consumer behaviour is that people often buy products not for what they do, but for what they: a. cost. b. mean. c. look like. d. promise. Answer: Sharon was asked […]

In a study of a beer advertisement, two executions were prepared, one in masculine terms and the other in feminine terms. What kind of people preferred this execution of the ad: “Brewed with tender care, X Beer is a full-bodied […]

In China, Cadbury Schweppes makes its Cadbury milk chocolate less milky and less sweet than in North American markets. This reflects paying attention to a: a. ritual. b. superstition. c. food culture. d. implicit belief. Answer: Within each culture, there […]

The more an item is available, the more attractive it becomes. a. True b. False Answer: As a marketer, you would use psychographic segmentation for all of the following EXCEPT: a. developing overall strategy. b. positioning the product. c. identifying […]

The elaboration likelihood model (ELM) refers to the nature of counter-arguments a consumer makes when listening to a persuasive message. a. True b. False Answer: Body decoration or alteration is often used to distinguish group members from nonmembers. a. True […]

Shoppers Drug Mart periodically videotapes consumers and how they interact with new point-of-purchase displays in the cosmetics department. This is an example of: a. conducting qualitative research. b. conducting experimental research. c. conducting observational research. d. tracking data on digital […]

The dimensions or qualities a consumer uses when judging the merits of competing purchase options are called: a. purchase options. b. alternative rules. c. evaluative criteria. d. functional categories. Answer: A cultural system consists of three functional areas: a. ecology, […]

A marketing study found that respondents believed that a dark-haired model would be more effective in selling gold jewelry than would a blond-haired model, if the dark-haired model were not perceived to be ethnic. What two ideas of using celebrities […]

Martin is a member of an online buyers’ club that reinforces purchasing behaviour by giving him prizes that increase as he increases his purchases. This is known as a form of: a. frequency marketing. b. stimulus reward. c. conspicuous consumption. […]

When a consumer expresses dissatisfaction about a product to friends, and/or boycotts the store,this is termed: a. preference response. b. private response. c. second-party response. d. third-party response. Answer: Tilden, a movie critic, recently reviewed the James Bond movie Sky […]

Research has shown that Mexican firms are less likely to have formal codes of ethics and more likely to bribe public officials than are American or Canadian companies. This demonstrates that: a. business practices can be unethical without being illegal. […]

A marketing message is a special type of an attitude object. a. True b. False Answer: What will baby boomers not spend more on than other age cohorts? a. being connected through electronic media b. food c. apparel d. household […]

Teenagers in every culture show conflict as they make the transition from child to adult. Marketers must understand the nature of their conflicts to appeal to these teenagers successfully. Research done by Saatchi & Saatchi advertising agency found that all […]

A new type of Sheer brand pantyhose would be viewed as a discontinuous innovation. a. True b. False Answer: The reason that a person would be willing to be tattooed now, who would not have considered it 20 years ago, […]

Maslow’s hierarchy of needs approach implies that the order of development of motives is fixedthat a certain level must be attained before the next higher level is activated. a. True b. False Answer: Products that customers put on the subordinate […]

All of the following are true about the trickle-down theory of fashion, EXCEPT: a. it is useful when a stable class structure exists. b. status symbols trickle down from upper to lower classes. c. upper and lower classes are easily […]

In Freudian theory, the system that acts as a person’s conscience is the: a. mores b. ego c. superego d. id Answer: Consumers who see the global success of a brand as a signal of quality and innovation are referred […]

A coffee chain could not understand why its new commercial was not successful at improving sales . The commercial, which showed its latte followed by a jingle, had aired for a month on popular television stations. This commercial was not […]

Debra has a good job in a growing company, but has returned to live at home with her parents. What effect will this typically have on her spending behaviour? a. She is likely to invest a lot of her income. […]

VALS divides people into eight groups according to both psychological characteristics and resources, which include such factors as income, education, energy levels, and eagerness to buy. a. True b. False Answer: The term mood congruencyrefers to the fact that: a. […]

All of the following are examples of cultural gatekeepers, EXCEPT: a. casting directors. b. radio programmers. c. opinion leaders. d. textbook authors. Answer: All of the following are a strategic application of multi-attribute models EXCEPT: a. capitalize on a brand’s […]

Trisha grew up in a drug-ridden inner-city neighborhood. Through sheer determination and intelligence, Trisha is now a medical doctor teaching on the staff of a large university hospital. Trisha is proud of what she has accomplished, but sometimes she feels […]

In China, an economic decline is rapidly decreasing the size of the middle-class segment. a. True b. False Answer: The “nuclear family”: a. consists of three generations living together, often including grandparents, aunts, uncles, and cousins. b. refers to that […]

The fashion processes affect all types of cultural phenomena. a. True b. False Answer: Self-consciousness with consumers may vary from situation to situation. a. True b. False Answer: a Sharon is upset with her secretary. Though everyone in the office […]

Doritos have capitalized on _________ in their memorable Superbowl ads. a. spokescharacters b. social marketing c. green marketing d. consumer-generated content Answer: The ad from Salesgenie.com that depicted two animated pandas who spoke in heavy Chinese accents was pulled because […]

Two versions of the same message, one in visual form, the other in verbal form, elicit different reactions. Pictures are found to be superior in affecting evaluations of utilitarian aspects of the product. a. True b. False Answer: Lane was […]

Scott thought of himself as a very successful marketer. He created a campaign with a product logo that was very popular and that customers associated with a quality product. It was so popular that, in a few months, the logo […]

When the stimulus presented is below the level of the consumer’s conscious awareness, the result that occurs is called: a. oblivescence. b. stimulus differential. c. the limen. d. subliminal perception. Answer: As a customer’s product knowledge continually increases, what typically […]

Some workers calling to raise money for a charity will purposely ask for more money than the person on the phone is willing to give. They then ask for the lower, but normal, contribution. The charity workers are attempting to […]

Erika and Hans, aged 21 and 22 years, have shared many different experiences: a U2 concert in Brussels, skydiving in Bonn, and sailing in the Irish Sea. Erika and Hans could be said to be part of the same age […]

When Cathy buys cereal, she tends to buy well-known brands such as Kellogg’s. According to Horney’s research, she can be described as: a. detached. b. aggressive. c. compliant. d. passive. Answer: For marketers, the appeal of nostalgia is important because […]